g s

in m
C C n
e
r
o
ft
t
C is
L
la
P
KOL
C
Employees
Public
Relations
Product Product
Engineers
Marketing Marketing
Commercial Product
KOL Marketing Developers

Product
Support
Specialists Rel Mgt
Lead Gen
Biz Dev
CSRs

C
C
Customers

Applied Social MediaSM

Creating A
Socially Designed Business
7Summits 1
 Hello

Paul Stillmank 7SummitsAgency.com

President & CEO, 7Summits @7SummitsAgency

7Summits 2
 Social Business
is like…

…adults making
money.

7Summits 3
 Social Context Evolution
Business Value

Extent of Applied Social MediaSM

7Summits 4
 Social Context Evolution
Social Media Has Rapidly Evolved From Friending to Preferred
Media

Number of Social Networking Users Has Doubled Since 20

7Summits 5
 Social Context Evolution
Business Value

Rapid Evolution of Social Media

From Friending to Preferred Media

Extent of Applied Social MediaSM

7Summits 6
 Social Context Evolution
Social network growth is strong across all segments &
generations
UNIQUE MONTHLY VISITORS
REGISTERED USERS

Link 14.2 Million

edIn 43 Million

13 Million
23.6 Million
MySpace
Facebook 55.6 Million
NIN 6.1 Million
185 Million G 23 Million
et ni l anoi ss ef or P

122.2 Million
300 Million

Ability to define prospects

7Summits 7 2009
Source: Compete.com, August
 Social Context Evolution
Social Media Now Dominates As
Preferred Media for Consumers

•Influence brand reputation

•Increase brand awareness
•Improve SEO
•Increase Website traffic
•Generate Leads
•Improve internal communications
•Increase online sales
7Summits 8
 Social Context Evolution
Business Value

Social Network Growth Strong

Across All Segments & Generations
Social Networks Overtake Other Media
Rapid Evolution of Social Media
From Friending to Preferred Media

Extent of Applied Social MediaSM

7Summits 9
 Social Context Evolution
Marketing Evolves To Meet The Social Context

7Summits 10
 Social Context Evolution
Affecting Advertising Campaigns Giving Way to Ongoing Brand
Conversations

7Summits 11
 Social Context Evolution
Business Value

Companies Pursue Consumers Via

Integrated Social Marketing &
Connected Social Campaigns

Social Network Growth Strong

Across All Segments & Generations
Social Networks Overtake Other Media
Rapid Evolution of Social Media
From Friending to Preferred Media

Extent of Applied Social MediaSM

7Summits 12
 Social Context Evolution
The Social Context Will Become Mainstream

Forrester:
“Social
Networking will
be the biggest
enterprise 2.0
priority by
2013”

7Summits 13
 Social Context Evolution
Mainstream Needs Drive Rapid Maturing of Social Business
Software

7Summits 14
 Social Context Evolution
Business Value

Extensive Needs Drives

Rapid Maturing of
Social Business Software
Companies Pursue Consumers Via
Integrated Social Marketing &
Connected Social Campaigns

Social Network Growth Strong

Across All Segments & Generations
Social Networks Overtake Other Media
Rapid Evolution of Social Media
From Friending to Preferred Media

Extent of Applied Social MediaSM

7Summits 15
 Social Context Evolution
Other Parts of the Organization Benefit From Applied Social
MediaSM As Well

7Summits 16
 Social Context Evolution
Companies Are Ready For The Benefits of a Socially Designed
Business

Scattered Energy and Focus Applied Social Media

Customers, Partners, Integrated, Focused Energy &
Employees pulling in Connected Efforts =
different directions Force Multiplier
7Summits 17
 Social Context Evolution

Business Imperatives &

Business Value

Value Levers Driven by

Social Solutions

Extensive Needs Drives

Rapid Maturing of
Social Business Software
Companies Pursue Consumers Via
Integrated Social Marketing &
Connected Social Campaigns

Social Network Growth Strong

Across All Segments & Generations
Social Networks Overtake Other Media
Rapid Evolution of Social Media
From Friending to Preferred Media

Extent of Applied Social MediaSM

7Summits 18
 Social Context Evolution

So What’s
Next?
Business Imperatives &
Business Value

Value Levers Driven by

Social Solutions

Extensive Needs Drives

Rapid Maturing of
Social Business Software
Companies Pursue Consumers Via
Integrated Social Marketing &
Connected Social Campaigns

Social Network Growth Strong

Across All Segments & Generations
Social Networks Overtake Other Media
Rapid Evolution of Social Media
From Friending to Preferred Media

Extent of Applied Social MediaSM

7Summits 19
 Social Context Evolution
The Next Step In This Evolution: A Socially Designed Business

7Summits 20
 Social Context Evolution

Let’s build out this example to help understand this idea.

7Summits 21
 Public
Relations

Marketing
Commercial
Marketing

Marketing has been the path-finder for Applied

Social Media.

7Summits 22
 Platforms
Listening
Public
Relations

Marketing
Commercial
Marketing

Here, Marketing uses a

listening platform and
other techniques to better
understand what is being
said about their company,
brands, and products /
services throughout the
social web.
7Summits 23
 Platforms
Listening
C C
C Key Opinion Leaders
KOL (KOLs) share insights
C regarding customer
Public
needs as well.
Relations
C

Marketing
C

KOL Commercial
Marketing
C
C

Here, Marketing uses a

listening platform and
other techniques to better
understand what is being
said about their company,
brands, and products /
services throughout the
social web.
7Summits 24
 Platforms
Listening
C C
C Key Opinion Leaders
KOL (KOLs) share insights
C regarding customer
e t ing needs as well.
r kPublic
M a Relations
C

Marketing shares the

C

KOL Commercial
Marketing
information in a
C

Market Engagement
Space, eliminating
C

Here, Marketing uses a

listening platform and the need for
other techniques to better repeated Google
understand what is being alerts, disparate
said about their company, feeds and relentless
brands, and products / email forwarding…
services throughout the
social web.
7Summits 25
 Platforms
Listening
C C
C
KOL
C Inte
g grat
etin ed
M a r kPublic
Relations
C
C

KOL Commercial
Marketing
C

Customer Service has

C

been using community

e
e r vic as well…to drive down
r S
eProduct
st o m call volumes by
Cu
Support
Specialists
leveraging customers
and partners to help
CSRs
each other.
C
C
7Summits Customers 26
 Platforms
Listening
C C
C
KOL
C Inte
g grat
etin ed
M a r kPublic
Relations
C
C

KOL Commercial
Marketing Attrition goes down as
customer service
C

representatives
C

support each other in a

e community: tagging
e r vic
r S
o m eProduct and rating information
Cu st Support
Specialists they capture so that
everyone can surface
CSRs results more efficiently.
C
C
7Summits Customers 27
 Platforms
Listening
C C
C
KOL
C Inte
g grat
etin ed
M a r kPublic
Relations
C
C

KOL Commercial
Marketing
C
C

e
e r vic
r S
eProduct
o m
Cu st Support
Specialists

CSRs

C
C
7Summits Customers 28
 Platforms
Listening
C C
C
KOL
C Inte
etin
g grat
ed Something
M a r kPublic sparks.
Relations
C

Community is
C

KOL Commercial
Marketing
taking off…
C

k
ac
C

b
ed

Com
Fe
e
vic

mun
S e r
r
eProduct
o m
st

i
Cu
Support

ty
Specialists

CSRs

C
C
7Summits Customers 29
 Platforms
Listening
C C
C
KOL
Marketing and
C I nCustomer
tegr Service
e t ing ated
r kPublic share a community
M a Relations
where product
C

Product
Marketing
feedback and new
C

KOL Commercial
Marketing ideas are surfaced and
discussed until well
C

ac
k understood.
C

b
ed
Fe
e Marketing polls KOLs
e r vic
r S
eProduct
st o m and customers to
Cu
Support
Specialists better understand
those needs…
CSRs

C
C
7Summits Customers 30
 Platforms
Listening
C C
C
KOL
C Inte
g grat
etin ed
M a r kPublic
Relations
C

Product
Marketing
C

KOL Commercial
Marketing
C

k
ac
C

b
ed

Com
Fe
e
vic

mun
S e r
r
eProduct
o m
st

i
Cu
Support

ty
Specialists

CSRs

C
C
7Summits Customers 31
 Platforms
Listening
C C
C
KOL Pro
C duc
tD
ev
e ting Employees e l o p
a r kPublic me
M Relations nt
Product
C

Product Engineers
Marketing Marketing
C

KOL Commercial
Marketing
Product
Developers
C

k
ac
C

b
ed
Fe
e Product Marketing along with
e r vic
r S
st o m eProduct key customer advocates work
Cu
Support
Specialists in a community with product
development to more
CSRs effectively derive new
C products…
C
7Summits Customers 32
 Platforms
Listening
C C
C
KOL Pro
C duc
tD
ev
e ting Employees e l o p
a r kPublic me
M Relations nt
Product
C

Product Engineers
Marketing Marketing
C

KOL Commercial
Marketing
Product
Developers
C

k
ac
C

b
ed
Fe
e
e r vic
m
r S
eProduct …a customer-submitted idea is
st o
Cu
Support
Specialists taken to market and takes off,
capturing a stronger share of
CSRs the market.
C
C
7Summits Customers 33
 Platforms
Listening
C C
C
Customer Service and
KOL
Sales learn about the
C new product offering
e t ing
r kPublic
M a Relations
and collaborate to
generate leads,
C

Product
Marketing
measure conversion
C

KOL Commercial
Marketing behaviors and drive
more business.
C

k
ac

En
C

Sa lem
ed

ab
Fe

les ent
e
e r vic
r S
eProduct
o m
Cu st Support
s
Specialists a l eMgt
SRel
Lead Gen
Biz Dev
CSRs

C
C
7Summits Customers 34
 Platforms
Listening
C C
C
Marketing and Sales
KOL
work together to
C identify which sales
e t ing
r kPublic
M a Relations
materials and
campaigns are most
C

Product
Marketing
effective.
C

KOL Commercial
Marketing
C

k
ac

En
C

Sa lem
ed

ab
Fe

les ent
e
e r vic
r S
eProduct
o m
Cu st Support
s
Specialists a l eMgt
SRel
Lead Gen
Biz Dev
CSRs

C
C
7Summits Customers 35
 Platforms
Listening
C C
C
KOL Pro
C duc
tD
ev
e ting Employees e l o p
a r kPublic me
M Relations nt
Product
C

Product Engineers
Marketing Marketing
C

KOL Commercial
Marketing
Product
Developers
C

k
ac

En
C

Sa lem
ed

ab
Fe

les ent
e
e r vic
r S
eProduct
o m
Cu st Support
s
Specialists a l eMgt
SRel
Lead Gen
Biz Dev
CSRs

C
C
7Summits Customers 36
 Platforms
Listening
C C Bringing the community
C together as a whole…
KOL Pro
C duc
Inte tD
ev
ting
grat
e ed Employees e l o p
M a r kPublic me
nt
Relations
Product
C

Product Engineers
Marketing Marketing
C

KOL Commercial
Marketing
Product
Developers
C

k
ac

En
C

Sa lem
ed

C
ab
Fe

les ent

o m
e
vic

m
S e r
r

un
m eProduct
st o

ity
Cu
Support
s
a l eMgt
Specialists SRel
Lead Gen
Biz Dev
CSRs

C
C
7Summits Customers 37
 Social Context Evolution …for a more socially
designed business.

This model extends to a more fully integrated community driving ongoing,

positive business change. This includes remaining areas: HR . . . Operations
. . . Finance . . . and more. Customer, partner, and employee integration
become pervasive across the model as well.
Proprietary & Confidential
7Summits 38
 Social Context Evolution
Socially Designed
Business
Socially Designed
Businesses Begin
To Evolve

Business Imperatives &

Business Value

Value Levers Driven by

Social Solutions

Extensive Needs Drives

Rapid Maturing of
Social Business Software
Companies Pursue Consumers Via
Integrated Social Marketing &
Connected Social Campaigns

Social Network Growth Strong

Across All Segments & Generations
Social Networks Overtake Other Media
Rapid Evolution of Social Media
From Friending to Preferred Media

Extent of Applied Social MediaSM

7Summits 39
 Thank You

Paul Stillmank 7SummitsAgency.com

President & CEO, 7Summits @7SummitsAgency

7Summits 40
 Applied Social MediaSM
Creating A
Socially Designed Business
7Summits 41